Job Details
Job Location
Brian Head Resort - BRIAN HEAD, UT
Position Type
Full Time
Salary Range
$90,000.00 - $110,000.00 Salary/year
Description
The Regional Marketing Director will play a pivotal role in developing and executing integrated marketing strategies to drive year-round visitation, brand awareness, and revenue growth for both Brian Head Resort and Lee Canyon. This position demands a strategic thinker with a passion for skiing and outdoor recreation, experience in territorial marketing, and the ability to seamlessly manage distinct brand identities.
He/She will directly oversee multiple resort teams and work closely with the GM & Senior Leadership Teams to ensure resort goals are achieved. The Regional Marketing Director is required to have a comprehensive understanding of all resort product offerings, including the respective yield and margins of key elements used to drive overall resort revenue.
Responsibilities
Strategic Planning:
Develop comprehensive and efficient annual marketing plans in alignment with business goals for multiple resorts.
Conduct thorough market research, competitive analyses, and audience segmentation to inform marketing strategies.
Set KPIs and establish budgets for marketing campaigns and initiatives across both resorts.
Campaign Development & Execution:
Collaborate with internal teams and external agencies to conceptualize and execute multi-channel marketing campaigns (digital, print, social media, broadcast, partnerships, etc.).
Oversee creative development, ensuring consistency with resort branding while highlighting the unique appeal of each location.
Manage campaign timelines, budgets, and vendor relationships.
Brand Management:
Uphold the distinct brand identities & pillars of Brian Head Resort and Lee Canyon, developing tailored & experiential messaging and positioning for each.
Ensure brand consistency across all marketing materials and channels.
Cultivate a strong brand voice through creative storytelling and compelling visuals.
Digital Marketing:
Oversee website management, SEO/SEM strategy, and content marketing.
Develop paid advertising strategies and oversee execution.
Drive e-commerce initiatives and online ticket sales.
Manage email marketing programs, optimizing lead generation, and customer nurturing.
Leverage social media platforms for engagement, promotions, and community building.
Explore new creative opportunities leveraging AI to enhance engagement, efficiency, and performance.
Partnerships & Sponsorships:
Identify and cultivate strategic partnerships with local businesses, tourism boards, and other relevant organizations.
Secure sponsorships to enhance events and promotional opportunities.
Public Relations:
Establish clear communication/PR goals and strategies to ensure positive and effective media coverage for both resorts.
Maintain the resort's crisis communication plan and review regularly.
Direct public relations, media relations, and events to fulfill each resort's strategic goals.
Data-Driven Decision Making:
Analyze campaign performance, website analytics, and market trends to continuously optimize marketing strategies.
Prepare regular reports for senior leadership, highlighting key metrics and actionable insights.
Revenue and Accountability
Provide direction to achieve established financial targets related to pre-commit revenue (pass and ticket products), daily ticket revenue, lodging room nights, lodging nightly revenue, ski and ride school, rental/retail, and food and beverage revenue.
Establish and implement marketing business plans, budgets, and initiatives to drive volume, yield, revenue, and results across the resort. Manage according to plan, adjusting for market conditions.
Actively participate in Senior Leadership Team meetings for all business units, including sales, marketing, food and beverage (F&B), and others.
Develop monthly and seasonal sales goals and manage tracking and results using key ROI metrics.
Team Leadership:
Supervise and mentor the marketing team, provide guidance and development opportunities, and foster a collaborative environment.
Participate in the recruitment, selection, ongoing management, and coaching of marketing team managers and staff.
Conduct regularly scheduled, recurring team meetings and one-on-one meetings with each direct report.
Qualifications
Qualifications & Skills
Bachelor's degree in Marketing, Communications, or a related field.
5+ years of progressive experience in marketing, ideally with experience in the ski industry, tourism, or outdoor recreation industries.
Previous experience with multi-location or multi-brand marketing is highly desirable.
Proven success in developing and executing integrated marketing campaigns.
Outstanding strategic thinking, creative problem-solving, and project management skills.
Strong understanding of digital marketing best practices, including SEO/SEM, social media, AI, and email marketing.
Excellent written and verbal communication skills.
Strong organizational skills.
Comprehensive knowledge of creative tools (Adobe, Etc.)
Proficiency in all Google Marketing Platform tools.
Data-driven mindset with the ability to track and analyze campaign results.
Passion for skiing, snowboarding, and the outdoors is a major plus.
Job Requirements
Location: Hybrid remote position. The ideal candidate will reside within a commutable distance of either Brian Head Resort (Southern Utah) or Lee Canyon (Las Vegas, Nevada).
Travel: This position requires up to 25% travel to and from each resort location. Candidates must possess a valid driver's license and reliable transportation.
Flexibility: This role requires a balance of working independently from a home office and collaborating on-site at the resorts. Additionally, this role requires availability to work on weekends and during holiday periods.
